Generation by jennyyingdi



Viral Marketing to Gen Y

Marie Chatterton
Vancouver, BC Canada
          Session Overview

•   Defining generations
•   Gen Y characteristics
•   Changes in communication and marketing
•   Online interactive audiences
•   How to participate online
•   Challenges and opportunities
•   Questions and discussion

Silent Generation 1925-1944
Baby Boomers          1945-1964
Gen X                 1965-1977
Gen Y/Millenials      1978-1994
   History’s first
“always connected”



“In their world, they need only
     be exposed to things
 immediately relevant to them
      and nothing more.

Their mantra might as well be
‘what I want when I want it.’ ”
                    Betsey Frank 2003
This is a curious generation
and they satisfy curiosities
 They want good pay and rapid career
advancement - in an environment with
     values similar to their own.


They want to feel nurtured, free to be
       social, and have fun.
 They embrace multiple
modes of self-expression

• ¾ have created a profile on a
social networking site

• 20% have posted a video of
themselves online (compared to
6% of Gen Xers and 2% of
100 Images Per Minute
(1.6666666666666666666666666666667 per second)

This makes people less trusting.

 So, how do we reach them?
Interruptive marketing has
       seen its day.

 relevance is everything.
         Hot                  Not

Sharing               Blanket statements
Talking & Listening   Telling
Word of mouth         Cold calling
Viral Marketing       TV commercials
Online                Billboards
Some Statistics…
More video was uploaded to YouTube in
the last 2 months than if ABC, NBC and
   CBS had been airing new content
          24/7/365 since 1948
 Over 500 million active members

People spend over 700 billion minutes
       Per month on Facebook

 … And Google + is just warming up.
  Over 145 million accounts

Yearly growth rate is 1,382%
  Changes in Communication

The audience is choosing what, when,
  and how they gather information.

So, who’s doing what online?
Social Technographics Ladder
The Social Technographics
     Profile of Gen Y
The Social Technographics
    Profile of Boomers
Okay, now we have an idea
of who’s doing what online…

        What next?
         Start participating

  Check out what others are doing.

Listen to what people are talking about.

                 (Old Spice)
    Transparency is key

          Make sure to
 include others in the process…

Your online success depends on it.
A few reminders…
        Eternal Life

  What goes on the internet,
 stays on the internet… forever.
Don’t try to lead your audience.

           (GM Chevy Tahoe)

New opportunities and creative ways to
   connect: think big and be genuine

           (Langara Rethink Scholarship)
    The Future of Online
  Communications (Web 3.0)

• Interactive technologies are being
  created and improved daily
• Individuals will be as much a part of
  the online experience as e-mail or
  browsers are now
• Rapid increase of online participants
  (more people, more companies,
  more involvement)
The Digital Generation is growing up
     (anyone born after 1995)

 The first generation to only know
    a world with internet and
          cell smart phones.
 ‘If you see a tsunami
coming, start swimming
    with the current.’

               Marc Tasman
1. Journal of College & Teaching Learning/ Professor Susan
   Eisner/ 2004
2. Generations at work/ R. Zemke, C. Raines, B. Filipczak/
3. Online Business Week/ Pallavi Gogoi/ 2007
4. Gen Y: Too Demanding at Work? / /
   Anthony Balderrama/ 2006
5. Understanding Gen Y/ Sophia Yan/ 2006
6. / Tod Maffin/ 2008
7. Groundswell/ C. Li, J. Bernoff/ 2008
8. Cluetrain Manifesto, The/ C. Locke, D. Searls, D.
   Weinberger/ 2001
9. Pew Research Centre February 2010 Millenial Report.
10. Twitter, Facebook, LinkedIn statistic pages, September

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